The Gap ran a promotion to give a portion of sales to charity. But lots of companies do that.
They took it to the next level by emailing participants with the results of the campaign.
Good move.
- We believe them. We know exactly what happened to the money.
- We were thanked. We know our support was appreciated.
- We know that our participation mattered. We see that our charity choice changed the results, so we’re more likely to participate again.
Lesson: When you ask fans to do something, don’t leave them hanging. Acknowledge the participation and they’re more likely to do it again.